THR's mission was to determine the positioning of Falcon Island as well as its philosophy, it's distinct values, its main objectives, its programme's specifications, and its client strategy.

The islands are located between el Burj al Arab and el Madinat Jumeirah and they hoped to become the most impressive residential and tourist area of Dubai. The complex needed luxury homes, first-class hotels and tourist accommodation, an exclusive coastline and extensive sport and leisure facilities.

In order to do that, THR used its vast experience in the tourism sector and carried out extensive and high quality market research.

For the objectives to be met, THR suggested the design of a sophisticated and innovative strategy based on being unique.

Our team suggested Falcon Island should find its own DNA in order to differentiate itself from the rest; it needed its own business model. Each of the four business model components (targeting, value system, production system, and clienting) offered hundreds of possible permutations.

The positioning THR determined for Falcon Island was: a mixed luxury resort which offers a lifestyle for the most demanding clients who seek a warm, quiet and exuberant atmosphere within an experience-orientated setting.

As part of the project, THR submitted:

• Extensive research in hospitality (in collaboration with HVS), real-estate and retail sectors
• List of the targets which had to be addressed (in collaboration with Investment Boutique)
• Analysis of alternative property systems, such as time-share, as well as a list of the main opportunities
• Business model
• Pre-viability study
• Branding recommendations
• Development brief
• Viability model